Competitive Analysis

After studying healthcare Web sites over the past few years, one thing has become evident. Excellent sites have great design and navigation. An organization that puts effort into developing a site where it is easy to find information also understands the importance of providing solid content and functionality. The redesign of a Health System Web site is a prime opportunity to step back and analyze the business objectives of their Web site and overall internet efforts and develop a long-term plan for getting the most from this communications channel.

When conducting Web site competitive analysis, we choose a mix of local competitor Web sites and non-local healthcare leadership award winning hospital Web sites in order to give best basis for comparison and improvement. Each site chosen had similar markets, services and value propositions.

We rated the chosen Web sites on six specific criteria and also on overall Web site experience. This was an analysis between high quality sites at the “leading edge” of hospital Web site design. The judging criteria was very tough. Being a top contender in Web site usability is recognition of a total commitment to the pursuit of website excellence. It represents an outstanding Web site with a very high standard of design, accessibility, content, originality, professionalism & effectiveness.

To compete successfully online, we found that hospitals must maximize their Web presence. This means leveraging their Web site, integrating online and offline marketing efforts, and communicating effectively online. Online marketing is marketing. Like all successful marketing efforts, they must develop a clearly defined goal for their Web site.